It’s part deux of our weekly Scrolls, social highlights from a week spent scrolling unwisely, here’s to more of the good and the utterly random 🥂

This week we have a OnlyFans influencers battling the bland, little people and big everything. As well as a rant about Instagram SEO.

Ölend join in the massively oversizing trend 🛍️🇸🇪

Waitrose gave their take on the jenga challenge 🧱

Brands take the Coldplay meme to the streets 📸💔

"You look happier" trend gives us reasons to be cheerful 🥳

Food & Beverage format goes hand to mouth

OnlyFans model and Urban Decay battle the bland 💅💣

Rhode merch copycats are popping up everywhere 👯

Blank Street hopped on the little people, big product trend 🔎

Google is indexing Instagram posts, does that mean you need to pivot your social strategy?

No, not really.

A lot of people are jumping on this and recommending big changes to social content as a result. But, it’s probably worth taking a breather.

❌ You don’t need to suddenly start stuffing captions with keywords

❌ You don’t need to start loving hashtags all over again

❌ You don’t need to start treating social content as an off-shoot of your search strategy

Why?

It will affect your organic social performance. All that hard-earned engagement gained by crafting a clear social positioning and TOV will be in the bin the second you start compromising by posting content geared for Google, rather than your social community.

The chances of gaining a search uplift are minimal. Search is as competitive as it gets, over 70% of clicks go to the top 3 results for a start. Short-form videos are a way down the first page right now too, so potential for search clicks is low.

Your videos are competing not just with other Instagram content but all Meta results, YouTube and even native website content. Just showing up prominently in Google’s short videos listing is going to require a lot of time, focus and resource.

So...

Lightly craft your captions for SEO by adding value that might show up in search, sure. Throw the social experience for your community away by prioritising driving traffic through your organic video, maybe not.

Organic social is still the only space (PR people please challenge this) where attention can be gained beyond the resources of your brand. By loving the algorithm and making content your community loves. Making social SEO a priority probably is one battlefront too many for challenger brands.

The advice should be to not knee-jerk, but make this one a watching brief 👀